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Essay On Qualitative Research

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Marketing researchers commonly use two types of investigation processes; qualitative and quantitative research. In qualitative research, symbols and words are used to indicate the presence or absence of a phenomenon and categorizing the phenomenon into different types. Conversely, quantitative research uses numerical indicators to determine the relative size of a particular phenomenon. The methods used in quantitative research give high levels of measurement precision and statistical power.
Stakeholders in businesses perceive things differently. As such, people tend to choose different aspects and focus their attention on what is familiar and important to them. Further, perception occurs due to people’s ability to choose some stimuli while …show more content…
They also precisely specify the independent as well as the dependent variable being researched on. Further, they enable the researcher to achieve high reliability levels of data collection possible through laboratory experiments, controlled observations and mass surveys. The quantitative research method follows the original set of gathered data, thus allowing the researcher to arrive at more objective conclusions, hypothesis testing and the determination of the issues of causality. The research methods also mitigate the subjectivity of judgment and allows for longitudinal measures of subsequent research subject …show more content…
These weaknesses include; failure to control the respondents’ environment in providing the answers to the survey questions. It does not encourage the progressing and continuous investigation of a research phenomenon. Further, quantitative research fails to give the researcher information on the situation’s context where the phenomenon under study occurs. There are limited outcomes to the ones outlined in the original research proposal because of closed type questions and structured

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